Kekuatan Digital di Era Gen-Z: Studi Kasus Skintific melalui Pengaruh Beauty Influencer dan Online Customer Review
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Abstract
The high use of social media has influenced consumer behavior
patterns in purchasing decisions for a product. Digital marketing
strategies through the use of beauty influencers and online customer
reviews are important and influence consumer purchasing decisions. This
study aims to assess the influence of Beauty Influencers and Online
Customer Reviews on the Purchase Decision of Skintific products among
Gen-Z. This study uses a quantitative method. The population used
consists of female students in the Economics Education program at
Sebelas Maret University who use Skintific products. The sample was
determined using purposive sampling with a sample size of 80
individuals, calculated using the Slovin formula. The data obtained were
analyzed using SPSS version 23, employing multiple linear regression
analysis, classical assumption tests, t-tests, and the coefficient of
determination. The results indicate that Beauty Influencers and Online
Customer Reviews simultaneously have a positive and significant effect
on the purchase decision for Skintific products. This means that the
stronger the influence of Beauty Influencers relevant to Gen-Z
characteristics, supported by positive customer reviews, the greater the
likelihood of Gen-Z consumers deciding to purchase Skintific products.
In conclusion, beauty influencers and online customer reviews are
important factors supporting consumer purchase decisions, especially in
today's digital competitive landscape. For future researchers, it is
recommended to include additional variables such as price, product
quality, and user experience, as well as expand the respondent pool to
include diverse backgrounds to make the research findings more
generalizable and comprehensive.
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